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Chapter 4: Consumer Behaviour

Learning Objectives

  • Understand why consumer behaviour matters
  • Describe the stages of the buying process
  • Explain different buying processes
  • Describe factors influencing consumer decisions
  • Recognize the unique nature of B2B purchase decision making

 

License

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Introduction to Fundamentals of Successful Marketing Copyright © 2025 by Roy Larke is licensed under a Creative Commons Attribution 4.0 International License, except where otherwise noted.

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